Athletic Warehouse Case Study

There are gaps in the Sporting Footwear and Clothing Industry. Only three shops are currently into that industry [B & B shops etc.]. This means the growing population of the area is not having a variety of products to choose from and this opportunity could be taken advantage of because Athletic Warehouse has the strength of being able to provide the market with “a variety of athletic footwear and clothing”, in its portfolio. There is a larger market with a possibility of having up to 36% of the youth population to count on.

Also, Athletic Warehouse has a diverse and skilled staff that can provide expert advice and guide on the line of products which they will deal on compared to all other shops around. This strength would be put into use by convincing the management of the other firms for a possible merger under the name ‘Athletic Warehouse’ and so gain competitive advantage within the industry.
Data and information is historic and may not reflect the market conditions in the future. Government policy and regulation about the industry may change and the tastes of the population may change too over time. The existing firms within the industry may merge to compete fiercely with Athletic Warehouse and so it would see its forecast market share and profitability greatly eroded.

Overall, the SWOT analysis of the Athletic Warehouse reveals that the shop strategic and operational planning is badly conceived. Plans are been haphazardly done. The sustainability of the Athletic Warehouse is threatened even before its inception: Ed is willing to spare his funds for just 9 years and Colin wants to engage into the business just because he does not want to work for some other person. So other thoughts should be considered like other sources of capital and a memorandum of understanding agreed